And it matters a lot, especially to plastic and dermatological surgeons whose practices often focus on elective procedures. Mix the out-of-pocket costs with a somewhat fragile national savings rate, and you have a lot of patients seeking procedures they can’t afford.
The outcome, not unexpectedly, is debt accumulation among those patients and in-office consultations that lead nowhere.
But there’s a better way.
One of the biggest reasons doctors attract the wrong kind of patients is that their online marketing isn’t in sync with their practice. Like your practice, your Internet marketing should be aspirational, welcoming, and professional.
Your website(s), online reviews, and ads should connote your values as a practice, which will determine the patients you attract.
Us marketers call this “segmentation,” which is essentially the process by which you select your target customers (patients) for the purpose of marketing your services in a way uniquely appealing to them.
Smart segmentation isn’t just a way to get more patients — it’s a way to align the entire vision and execution of your practice with a permanent financial lifeline. It’s the entry point to real financial growth and a happy office culture.
To aid in your segmentation process, here are a few questions:
- How would you describe your best patients?
- How old are they?
- Where do they live?
- What’s they’re annual income?
- What are they’re likes and dislikes?
- What procedures tend to be of greatest interest to your best patients?
- How did your best patients learn about your practice?
There are other questions, though those three capture much of what’s important.
Let me know if you have any questions about “segmentation” or how to apply it to your practice. I’m always glad to help.